(Tiểu luận) operations managementtopic travel planning application tripla

● 72% of customers prefer booking travel services through mobile apps.. Therefore, our team has decided to introduce a new AI-integrated app - TriPla which capable of consolidating tasks

NATIONAL ECONOMICS UNIVERSITY ADVANCED EDUCATIONAL PROGRAMS

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OPERATIONS MANAGEMENT

TOPIC: Travel planning application - TriPlaClass: Advanced Marketing Management 63C Instructor: Mrs Bui Cam Van

TABLE OF CONTENTS

I INTRODUCTION 2

1 Market Potential 2

2 Target Audience 2

3 Message 3

4 Environment Analysis 3

5 Competitor Analysis 4

II DEMAND FORECAST 5

1 Survey Objectives 5

2 Survey Content: 5

3 Survey's Results 5

III PRODUCT DESIGN 11

1 House of Quality 11

2 Product Document 12

IV PROCESS DESIGN 16

1 Tripla application-making process 16

2 Tripla process strategy 17

V LOCATION DECISION 18

1 Location Strategy 18

2 Factors affecting decisions 19

3 Factor-rating method 20

VI LAYOUT DECISION 21

1 Outside Layout 21

2 Inside Layout 21

REFERENCES 23

APPENDIX 24

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I INTRODUCTION

1 Market Potential

In Vietnam, tourism is considered the fastest-growing industry in recent years In particular,many businesses have changed their development strategies, enhancing their presence in themarket through investment in travel app design According to statistics, websites and mobileapps are the most crucial tools for driving the smokeless industry's growth:

Among the top 5 user interests when accessing the Internet via mobile, Travel and Hotels ranksecond

● 63% of users use smartphones to search for information about travel services: hotels,popular destinations, flights, transportation, etc

● 72% of customers prefer booking travel services through mobile apps

● 54% of customers desire to interact with businesses via their phones

The numbers above are the clearest evidence of the consequences brought about by the FourthIndustrial Revolution, leading to a series of emerging issues Customers now demandconvenience, speed, and ease when scheduling their trips and booking hotels with just a fewsimple actions on their internet-connected mobile phones However, the apps in the Vietnamesemarket currently serve only specific features For example, the Traveloka app assists with hotelbookings and transportation reservations, while the Tripadvisor app provides AI-driven travelplanning suggestions As a result, users planning a trip need to use multiple separate apps

Therefore, our team has decided to introduce a new AI-integrated app - TriPla which capable of consolidating tasks, from booking hotels and transportation to creating a personalized travel itinerary for customers.

2 Target Audience

Dr Nguyen Hoang Mai cited the latest statistics from the National Committee on VietnameseYouth: Currently, Vietnam has over 22.1 million people in the youth age group, accounting forapproximately 22.5% of the total population and nearly 36% of the workforce (2023) Youthtravelers are individuals aged 15 to 35 Among them, those aged 15 to 17 belong to the stage ofadolescence, still largely dependent on their families and schools Those aged 18 to 24 representthe stage of youth within the educational age group, focusing on enhancing their skills,self-improvement, entrepreneurial endeavors, and career development Those aged 25 to 35 are

in the phase of young adulthood, gradually stabilizing their careers, aspirations, and families.Regarding the ratio of visitors, youth travelers account for 50%, elderly and children 15%, andmiddle-aged visitors make up 35% Youth travelers primarily engage in leisure trips onweekends and holidays, accounting for 82.50%, while weekday travel represents 6.80%, and

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combined weekday and weekend travel is 10.70% The duration of their trips is mainly 3 daysand 2 nights or 2 days and 1 night Youth travelers include 7% of same-day trips, 47% of2-day/2-night trips, 35% of 3-4 day/night trips, and 11% for trips lasting more than 5 days/nights.The majority of young travelers have an average daily spending of 1 - 2 million Vietnamesedong; they spend 500,000 dong - 1 million dong per day on nearby destinations and independenttravel Well-to-do, affluent youth are capable of higher spending, with a range of 2-3 milliondong per day.

Therefore, TriPla's primary target audience will focus on theage group of 18-30 years Thisdemographic is characterized by their understanding of technology, independence, and atendency towards independent travel and the desire to experience solo or with a group of friendsand family They prefer self-discovery, booking services online, and using mobile apps This is agroup of young travelers who value freedom, creativity, dislike reliance on travel agencies,asserting their self-sufficiency in life

3 Message

“Easier to build your own trip with AI”

"Embark on your next adventure with TriPla's AI-powered travel planner! We understand thatcreating your dream trip can be a daunting task, but with our intelligent AI, we make it easierthan ever Let AI be your travel companion as you effortlessly build a personalized journey, bookhotels, arrange transportation, and calculate your budget all in one place Say goodbye to thecomplexities of trip planning and hello to seamless travel experiences with TriPla It's the future

of travel planning, made simple!”

4 Environment Analysis

● Political Factor: As TriPla’s scope of operation is limited to Vietnam only, Vietnam’s

political stability is crucial for TriPla to function well Vietnam’s political status isidentified as stable and voted as the safest location in the Pacific Asia region Data ontourism revenue shows that Vietnam’s tourism activities have recovered post COVID-19,

2023 January received 13 million domestic tourists and 872,000 foreign tourists, 1.6times higher than the same period last year This is a perfect opportunity for TriPla toposition itself as a helpful assistant in tour planning as Vietnamese people’s travelingdemand rises

● Economic Factor: Based on the press release on the labor and employment situation, the

average monthly income of workers in 2022 was 6.7 million VND In the first quarter of

2023, the average monthly income reached 7.0 million VND, an increase of 355,000VND compared to 2022 The average income of urban workers is 1.41 times higher thanthat of rural workers (8.6 million VND per month compared to 6.1 million VND) Thisincome disparity though diversifies consumer demands, but also contributes to the rise of

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Vietnamese people’s traveling demand, especially urban people However, as a result ofthe global economic recession, unemployment rate in Vietnam is estimated to rise in thelast quarter of 2023.

● Social Factor: Vietnam’s population is currently at 99.9 million people and is estimated

to reach 100 million at the end of 2023 As TriPla is 100% free of charge, people of anyeconomic level, gender and age can use the application However, these factors willdiversify traveling and tour planning behaviors For example, people of older age maystick to traditional tour planning methods instead of using an application

● Technology Factor: TriPla is an AI-integrated application for tour planning While

AI-integrated applications aren't new to Vietnamese people anymore, especially Gen Z,the use of AI in tour planning is a new feature that no other apps in Vietnam have had

5 Competitor Analysis

Strengths

- Top of mind when it

comes to tour booking

(flight/train tickets,

hotel rooms, )

applications

- Offers many combo of

flight ticket and hotel

in planning a trip

- Provide many postsand reviews forusers’ to reference onand they can also

experience on the app

- Considered to be a

“national reviewingapp” (app reviewxuyên quốc gia)because this app isperfect for findingrestaurants, attractivelocations, readingdetailed reviews forreference, looking atphotos and checkingout rating

- Require credit card or

visa for payment

- Doesn’t integratebooking feature

- Frequent errors whileusing and slowupdates

transactions occurbecause the app

attractive prices,mostly used forreferencing value

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II DEMAND FORECAST

1 Survey Objectives

The survey is conducted on the use of AI to assist in planning travel The main objective of thissurvey is to better understand the challenges, hence uncover customers’ needs and desires inplanning a trip in Vietnam It focuses on gathering information about customers’ interests andobjectives in travels, the difficulties they often encounter when planning a trip, also the featuresand services customers expect from an AI-integrated travel application

2 Survey Content:

2.1: General Information

Determining the demographics (gender, age, income) of survey participants Understanding theirfinancial capacity for travel and their planning methods

2.2: Travel Planning Process

Gathering insights into fundamental information regarding the travel planning process: wherethey seek information, which apps they commonly use for booking accommodations and flights,and identifying any challenges they encounter when planning This understanding aims to tailorour application to meet customer needs and address the issues they currently face

2.3: Evaluation of the Importance of Functions in the Travel Planning Support Application for Users

Assessing the importance of the application functions: planning, expense management, usercommunity, and app interface, to assist us in developing an application with outstanding andpractical features These mentioned features also differentiate our app from the existing bookingapplications

2.4: Intention to Use the Travel Planning Support Application

Researching the customer demand for our application, whether customers are interested andwilling to share this application with others

3 Survey's Results

3.1 Respondents' Profile:

● Total respondents: 31

● Demographics: Majority of the surveyed individuals fell between 18-30 years old, with

over 50% falling in the 18-22 age bracket, approximately 20% in the 22-26 range, and26% in the 26-30 bracket

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● Travel Planning Habits: A notable 71% of respondents prefer planning their own

itineraries, citing reasons such as the desire for self-discovery and experiencing localcuisine Avoiding strict schedules associated with guided tours was also a key factor inindependent planning Furthermore, financial independence in spending is also animportant factor affecting the process

● Information Sources: Social media notably influences the travel decisions of the

surveyed Gen Z population, with a high reliance on platforms like Facebook and TikTok.This can be seen as social media platforms now have a significant influence on the targetcustomers, especially Generation Z, while traditional booking apps are less appealing

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12.3 Phạm Tố Uyên OM

- OM_Individuals_123 Operations

Management 100% (1)

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OM Group3 Report Business Idea

-Operations Management 100% (1)

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Report Artemis Smart Watch

Operations Management 100% (1)

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Tài liệu OM - OM document Operations Management 100% (1)

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Final Paper Operation…

-Operations Management 100% (1)

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Operations and Project Management Operations

Management 100% (1)

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● Current Planning Tools: Most respondents use basic tools like the Note app on their

phones to organize trip information, although it's not structured, leading todisorganization and potential loss of data

3.2 Identified Issues in Travel Planning:

● Self-Planning Challenges: For a significant majority of respondents (62.1%), the most

daunting challenge was having to organize everything on their own 55.2% noted thatcreating a comprehensive plan took too much time, and 41.4% faced disorganization due

to using various tools to record their plans

● Desire for Community Sharing: While respondents prefer sharing plans and

experiences with friends and family, they seem less inclined to engage in a communitysharing feature within the app, leaning towards utilizing external social media platformsfor such sharing

● Information Gap: Some respondents expressed issues with not knowing where to begin

or encountering a lack of sufficient information when planning their trips

3.3 Proposed Features for TRIPLA:

● AI-Powered Planning Assistance: A significant majority of respondents (over 65%)

showed interest in using AI to create customized trip itineraries by aggregatinginformation from travel bloggers and other users' reviews

● Budget Customization and Booking Integration: 86.2% of respondents expressed a

need for cost estimation assistance, and 58.6% desired an app that could serve as anintermediary for booking transportation and accommodation

● UI/UX Design Customization: A significant 82.7% emphasized the importance of

personalized user interfaces An easy-to-use and aesthetically pleasing design wasdeemed crucial to optimizing the user experience

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● Interest and Intent: Over half of the respondents (55.2%) showed a high interest in a

travel-planning application like TRIPLA Additionally, 31% expressed a clear intention

to use the app upon its release

● Feature Prioritization: While Planning Function, Budget Customization, and UI/UX

Design were highly desired by most respondents, the community sharing function withinthe app was less favored

3.5 Insights and Implications:

● User-Centric Approach: The data suggests a strong demand for an app like TRIPLA

that prioritizes personalization, efficient planning, and cost management

○ Over 65% of respondents agree with the assistance of AI to customize their owntrip with information from other travelers’ reviews or travel bloggers

○ Having a unique journey designed based on the respondents’ favor is seen as mostimportant

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○ 86.2% of the respondents need help with cost estimation.

○ 58.6% of surveyed people want to use the app as the intermediary to book formeans of transportation and accommodation

● External vs Internal Sharing: Users seem inclined towards utilizing external social

sharing options rather than engaging extensively within an in-app community sharingfeature

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III PRODUCT DESIGN

1 House of Quality

TriPla application has 4 properties: Customize the trip by AI, Auto budgeting, User communityand User friendly UX/UI

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According to the survey our group have done before, we found out that customer responses

have indicated the following factors are important for a travel planning app:

1 Auto planning (mean: 4.3)

2 Easy to use (mean: 4.0)

3 Calculate costs in advance (mean: 3.9)

4 Storing information in one app (mean: 3.7)

5 Connect with others user (mean: 3.5)

After reviewing the technical requirements, we evaluate the relationship between them:

● High relationship: Customize the trip by AI-Auto budgeting,

● Medium relationship: Customize the trip by AI-User friendly UX/UI, Usercommunity-User friendly UX/UI

Important weight rating:

● Customize the trip by AI = (5*5)+(4*3)+(3*1)+(2*3) = 54

● Auto budgeting = (5*5)+(4*3)+(3*5)+(2*5) = 62

● User community = (5*5)+(2*1)+(1*3) = 30

● User friendly UX/UI = (5*3)+(4*5)+(2*1)+(1*5) = 42

→ The auto budgeting feature is the most important, followed by customizing the trip by AI,next is user friendly UX/UI and the least important is user community

Competitors:

Metrip and Trip Advisor can be fair competitors for TriPla, their features are diverse AlthoughTraveloka is poor, has less features than these others, it is popular in South East Asia, this apphas a very methodical booking system

2 Product Document

2.1 Product Description

● General description: TriPla is an AI-integrated technology application that automatically

designs travel itineraries and calculates budgets for customers upon request Users willreceive a detailed route without spending much time and effort searching

● Technology applied: AI combines data from the hotel and tourism industries Through

user engagement, TriPla's AI is capable of infinite learning based on its database andtrending set TriPla's AI will be highly aware of all travel trends and utilize cutting edgetechnologies to give customers access to up-to-date information

● Outstanding feature:

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